For many years, the “NAR Profile of Home Buyers and Sellers” has shown that first-time buyers were a solid source of leads (up to 40 percent of the market), expired listings and FSBOs were excellent sources for listings, homeowners were moving every five to seven years, and only a small percentage were paying all cash.
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The most recent Profile tells an entirely different story about where agents need to focus to succeed in 2026. Here are the essential areas seasoned and new agents need to understand to meet consumers where they are, plus five action steps to take to hit the ground running before the new year.
Age is nothing but a number
The 2 most startling numbers from this year’s Profile
The demographic shifts reported in this year’s Profile are profound. Today’s buyers and sellers are much older than in the past. According NAR, “Boomers accounted for 53 percent of the sellers and 42 percent of the buyers.”
Median age of repeat buyers reaches an all-time high
The most surprising statistic in this year’s Profile is the median age of repeat buyers, which is 62. That means half of all buyers were 62 or older. The median age for first-time buyers in this year’s Profile is 40, not 28 as it was a few short years ago.
The typical age of today’s sellers is 64, setting another new record
“These findings coincide with a separate NAR report earlier this year that showed baby boomers, those between the ages of 60 and 78, are the largest share of both home buyers and sellers — moving markets more than younger generations often due to their better financial position.”
A new generation of renters
Through decades of downturns, first-time buyers have always been a significant part of most markets, primarily because they didn’t have to sell another property to purchase. This is no longer the case:
First-time home buyers in the last year shrank to a historic low of just 21 percent of all buyers. Before 2008, the share of first-time buyers was historically around 40 percent. — NAR 2025 Buyer and Seller Report
Affordability is the primary driver behind these trends, pushing an entire generation into renting long past the age where their boomer or Gen X parents were already building equity. High rents, student loan debt and a lack of information about low-down-payment loans and down-payment assistance have also kept many buyers trapped in rentals.
In past years, in the NAR Buyer and Seller reports, a gift or loan from a friend or relative was more common among first-time buyers than financial assets.
In 2025, 59 percent of first-time buyers relied on personal savings, and 26 percent relied on financial assets, rather than family gifts.
More cash and forever homes
For repeat buyers, today’s typical down payment is 23 percent, the highest since 2003.
“This year, down payments also grew for first-time buyers. The typical down payment for first-time buyers was 10 percent, which matches the highest share recorded since 1989.”
Another surprising statistic is that a whopping 30 percent paid all cash and did not need to finance their home.
Since buyers often purchase later in life, they also tend to stay in their homes longer. The average time a buyer stays in their home is now 11 years, the longest tenure NAR has ever recorded.
Even more surprising, however, is that today’s buyer expects to be in their current home an average of 15 years, with “28 percent declaring it will be their forever home, because they never intend to move.”
In fact, NAR is reporting that “In the last five years alone, homeowners have gained an average of $140,900 in wealth.”
A decade ago, job proximity was the dominant driver of home purchases at 52 percent. Today, that number has plunged to 31 percent. Buyers, especially boomers, are moving to be closer to their families and friends.
Real estate agents remain essential
The report also revealed that, despite the market extremes, consumers still relied on real estate agents to help educate, explain and navigate the challenges of purchasing and selling in 2025.
- According to this year’s Profile, the most crucial role buyer’s agents play is “noticing what the buyers miss.” 54 percent of all buyers reported that their agent pointed out issues or features they had overlooked online.
- In terms of understanding the purchase process, 76 percent of first-time buyers needed help, compared to only 45 percent of repeat buyers who have been through it before. Both expect their agent to help them navigate today’s purchase process, with its complex contracts, reams of disclosures and loan documents that exceed 100 pages.
- Other top services that buyers value include “negotiating a better sales and contract terms” (45 percent) and providing a list of home inspectors, termite, contractors, etc. (44 percent).
- Not surprisingly, sellers also placed high value on their agents’ expertise, with 91 percent using an agent, “matching the highest percentage on record.” Additional top priorities include helping to market their home to potential buyers, pricing the home competitively and selling within a specific timeframe.
While there has been a quantum shift in demographics and purchase motivations, both buyers and sellers have become more reliant on their agents than ever before.
5 action steps to take for a more successful 2026
Aggressively target boomers and single women
Today’s clients want to know that you understand the specific needs they’re facing. They’re not rookies; they’re older adults navigating a complex decision about moving from renting to owning for the first time. Two great lead generation strategies to market to these groups include:
- Hosting workshops on “right sizing” or making aging-in-place modifications for their current residence. ChatGPT and Grok are excellent sources for lists of suggestions that you can use.
- Build relationships with financial advisors and estate planners to tap into their networks by positioning yourself as a specialist in working with seniors and/or older single women. Invite these people for coffee or lunch, inquire about what special needs they’re seeing with their clients, and how you might be able to assist them.
Educate and empower first-time buyers trapped in rentals
Hold first-time buyer seminars focused on how low-down-payment options work, as well as doing a deep dive into Down Payment Assistance. This is a tried-and-true approach, especially if you partner with a lender who specializes in this type of financing. Keep in mind that most people in the U.S. still believe you need 20 percent down to purchase a house.
They want your eyes on what they miss
This year’s Profile clearly laid it out. The most essential role buyer’s agents play is “noticing what the buyers miss.” This includes potential issues with the property itself, but can also pertain to the contracts, negotiating repairs, appraisal issues or any of the hundreds of problems that can occur during a transaction.
Niche part of your marketing to those moving to be near their families
For years, I’ve heard my older friends explain that they either moved here to Austin or were moving away “to be nearer to my kids and grandkids.” This also holds true, however, for young families who are now deciding to move back to where they grew up to be near friends and family — it’s no longer just about the job. When you anchor your guidance in where people feel most connected, you align with one of the most potent motivators for moving in today’s market.
Become the filter, not the firehose
Consumers are feeling overwhelmed and are drowning in data. When you help them make clear choices using the filter of what’s best for them and their unique situation, you earn both their trust and their gratitude, the foundation for long-term success now and throughout 2026.
The bottom line is that when you turn the shifts in this year’s Profile into clear, client-centered action steps, you position yourself to thrive in 2026 and beyond. Don’t wait until 2026 to get started — the time to take action is now.
This article was updated Dec. 19, 2025.
Bernice Ross is president and CEO of BrokerageUP and RealEstateCoach.com, the founder of Profit.RealEstate and a national speaker, author and trainer with over 1,500 published articles.
